The Main Metrics in Radarly
J
Written by Jeslynn Soh
Updated over a week ago

The main indicators used to analyze posts of earned media in your Radarly projects are:

  • Impressions

  • Estimated Reach

  • Virality

  • Engagement actions

Impression and Estimated Reach are relevant to compare the share of voice between different platforms and different periods of time. Although the absolute value of the indicators is interesting, it is the order of magnitude and the variation that matter the most.


Impressions of a Post

Definition
The global audience - the maximum number of users that can see the post at the time of publication

Calculation of impressions:

Social media sources

The general formula for social media sources:

Impressions of a post = number of followers at the moment of posting + (number of shares of the post* x median number of followers*)

*number of shares & average number of followers are not available for all social media sources

Web sources

The general formula for social media sources:
Impressions of a post = average monthly number of visits on the website/number of new pages created on the website in one month


Estimated Reach of a Post

Definition
The estimated reach of a post is the estimated number of users exposed to the post at the moment it was published

We use two distinct ways to estimate the reach:

  • one for the posts on social media

  • the other one for traditional web sources (Blog, Media...)

Calculation formula
The estimated reach of a post = impressions of the post x web user's exposure coefficient


Impressions and Estimated Reach

Source:

Impression of a post:

Estimated reach of a post:

New coef. (Jan 2020):

Twitter

Number of followers at the posting moment+ (number of retweets x median number of followers)

Impressions x 0.08

0.08

Facebook

Number of fans at the posting moment

Impressions x 0.07

0.07

Instagram

Number of followers at the posting moment

Impressions x 0.15

0.15

Sina Weibo

Number of followers at the posting moment+(number of reposts x median number of followers*)

Impressions x 0.04

0.04

WeChat

N/A for the current version

Number of reads (this metric is collected for about 50% of collected Wechat posts because of technical limitations)

N/A

RED (Little Red Book)

N/A for the current version

N/A for the current version

N/A

Google+

N/A for the current version

N/A for the current version

N/A

Forum

N/A for the current version

N/A for the current version

N/A

Reviews

N/A for the current version

N/A for the current version

N/A

Dailymotion

Number of views at the date of publication

Impressions x 0.9

0.9

Blog, Website, Media

Number of visits on the site per month/number of new pages created during 1 month

Impressions of the post x ratio according to the type of platform

media: 0.95
blog : 0.40
website : 0.05

Vkontakte

Number of fans at the date of publication

Impressions x 0.3

0.3

Print media

Source audience

Impressions x 0.15

0.15

Twitch

Number of reads

Impressions x 0.8

0.8

Pinterest

Number of followers at the date of publication

Impressions x 0.19

0.19

* The median number of followers on Twitter = 301, The median number of followers on Sina Weibo = 152

Note: The median number of followers and the coefficients to calculate the estimated reach will be reviewed frequently (without retroactivity).


Impressions, Engagement actions & Estimated Reach

Where to find them?

Overview

  1. Cumulative Estimated reach of the posts matching the query

  2. Cumulative Engagement actions of the posts matching the query

  3. Ability to sort queries by impressions & estimated reach

Note: You can filter queries by Estimated reach & Engagement actions

Posts & Analytics

  1. For each post, it displays the number of Impressions, Estimated reach in the list of posts (on the left)

  2. You can sort the list of posts by Impressions and Estimated Reach

  3. In the tile 'Number of posts', it displays the cumulative Impressions, Estimated reach and Engagement actions of the posts matching the query

Note: You can sort the list of posts by Impressions, Estimated Reach, Virality score and Engagement actions

Influencers

  1. For each influencer, the Estimated Reach is displayed in the influencers list


Virality Score

What is the virality score?
Virality quantifies the spread of a post among web users

How is it calculated?
The calculation of virality is different for each platform:

Platform:

Data used to calculate the virality score:

Twitter

Number of retweets

Facebook

The total number of shares (including the share of shares)

Instagram

Number of comments

Sina Weibo

Number of forwards

YouTube

Number of web pages, facebook posts and tweets in our database including the URL (or a shorten URL for Twitter) to the video

Web

Number of web pages, facebook posts and tweets in our database including the URL (or a shorten URL for Twitter) to the web page

Pinterest

Number of saves


Engagement Score

What is the Engagement score?
Engagement score quantifies the public involvement to a post

How is it calculated?
There are various ways to calculate engagement for each platform:

Platform:

Data used to calculate engagement score:

Twitter

Number of retweets + number of likes + number of replies to a tweet

Facebook

Number of shares (including the shares of shares) + number of comments + number of likes (including likes on shared posts)

Instagram

Number of likes + number of comments

Sina Weibo

Number of forwards + number of likes + number of comments

WeChat

Number of likes + number of wows + number of reads

YouTube

Number of likes + number of comments + number of the video being favorited

Web

Number of tweets that include the URL or shortened URL to the webpage in our database + number of shares that include the URL or shortened URL to the webpage on Facebook + number of web pages with a link to this page + number of comments on the website page

Vkontakte

Number of likes + number of comments + number of shares

Red

Number of likes + number of comments + number of stars

Pinterest

Number of saves + number of photos

Twitch

N/A

Reddit

N/A

Dailymotion

N/A


💡 Tip

Need more help? Feel free to reach out to us via Live Chat or check out our Customer Community.

Find answers and get help from Meltwater Support and Community Experts.


Did this answer your question?